Several current and former OpenAI researchers are speaking out over the company’s first foray into social media: the Sora app, a TikTok-style feed filled with AI-generated videos and a lot of Sam Altman deepfakes. Skeptics have dismissed OpenAI’s mission as a branding tool to lure talent from Big Tech. But its debut marks a significant expansion of OpenAI’s consumer business and exposes the company to incentives that have plagued social media apps for decades. Unlike ChatGPT, which is optimized for usefulness, OpenAI says Sora is built for fun — a place to generate and share AI clips. Given how much AI has taken over regular social media feeds, it seems plausible that AI-native feeds could soon have their moment.